“Experiments show that what the algorithm picks to show you can affect your emotions. But that's not all. It also affects political behavior. So in 2010, in the midterm elections, Facebook did an experiment on 61 million people in the US that was disclosed after the fact… So the pictures were the only change, and that post shown just once turned out an additional 340,000 voters in that election, according to this research as confirmed by the voter rolls. A fluke? No. Because in 2012, they repeated the same experiment. And that time, that civic message shown just once turned out an additional 270,000 voters. For reference, the 2016 US presidential election was decided by about 100,000 votes. Now, Facebook can also very easily infer what your politics are, even if you've never disclosed them on the site. Right? These algorithms can do that quite easily. What if a platform with that kind of power decides to turn out supporters of one candidate over the other? How would we even know about it?” (Tufekci 13:40).
Tufekci, Zeynep, director. We're Building a Dystopia Just to Make People Click on Ads. TED, Sept. 2017, www.ted.com/talks/zeynep_tufekci_we_re_building_a_dystopia_just_to_make_people_click_on_ads/transcript?language=en.